The main problem with using the objective-and-task approach to setting an advertising budget is that
A. it takes the view that sales create advertising rather than advertising creates sales.
B. it often results in overspending or underspending of the firm's resources.
C. it does not achieve full potential in terms of stimulating demand.
D. the marketer may experience difficulty when trying to estimate accurately the level of effort needed to achieve goals.
E. it is difficult to determine the objectives of the campaign.
Answer: D
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Depreciation is:
A) the process of systematically and rationally allocating the cost of a fixed asset over its useful life. B) an accumulation of funds to replace the related plant asset. C) the difference between the replacement cost and salvage value of an asset. D) the cash allocated each period to maintain a plant asset.
The Miller model begins with the MM model without corporate taxes and then adds personal taxes.
Answer the following statement true (T) or false (F)
Which of the following is NOT a benefit provided by a service guarantee?
A. The ability to generate meaningful and relevant feedback from customers B. A way to improve employee morale C. The ability to set clear standards for the organization D. A way to increase a customer's sense of risk E. A way to create useful feedback that can be integrated into continuous improvement efforts
To conduct any of the statistical tests covered in this text, each case must be…
a. independent b. dependent c. robust d. none of the above